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December 3, 2007
License to Operate Online
Last week in TechCrunch a co-founder of a viral video marketing company purports to disclose the recipe for breaking through the clutter on YouTube. Tip #6 in the post by Dan Ackerman Greenberg of The Comotion Group, suggests that his firm creates controversy in the comments section below the video. “We get a few people in our office to log in throughout the day and post heated comments back and forth…we aren't afraid to delete comments if someone is saying our video sucks…"
The post discussed at TechCrunch concerns me and highlights what's wrong with how some practitioners are behaving on the Web. As Rick Murray, who runs our Me2Revolution unit, said of this tactic, "what he is suggesting as best practice is entirely unethical…Viral is an outcome, not a strategy."
Let's start from the premise that we want to do the right thing, not to minimize the risk of getting caught. We can add real value to the continuing discussion by providing depth of materials, access to third party experts, and continuing updates as a situation unfolds. We undermine our credibility if we guarantee results, game the system and fail to disclose our interest/identity. As we evolve from middleman to conversation starter or enhancer, let us aspire to create Public Relationships based on trust, thereby keeping our word to the community.
As media continue to evolve into multiple platforms we can only succeed in building PR business if we recognize our obligation to play by the rules. The Public Relations profession is self-regulated and we have an obligation to police our own behavior.
Here’s Edelman's Online Behavior Policies and Procedures for your comment and possible use. Note in particular the requirement for those engaging with social media to disclose their affiliation with Edelman and the client being served, plus the need to assure accuracy of material before posting.
Posted by Edelman at December 3, 2007 2:40 PM |
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